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Zusatztext ` ...Essential reading for practitioners in the industry who have not had the opportunity for more formal business or marketing training ... an excellent text for vocational hospitality courses (and) industry short courses ... ' Australian Journal of Hospitality Management Informationen zum Autor Neil Wearne was the marketing specialist and lecturer at the Regency Hotel School in South Australia from 1989. In that time he developed marketing courses and lectured students in the Diploma of Business (Hospitality). He combined his extensive experience in marketing management with his flair for communication to write a number of texts for students of hospitality marketing. Neil’s talents in the areas of human behaviour, communication, illustration and writing produced a focus on the practical aspects of marketing which students understood. He maintained involvement with the hospitality industry and was able to inspire students with reference to current hospitality business practices. He maintained a dynamic marketing perspective, and is remembered by colleagues and students for his vital energy and innovative approaches to learning. Sadly, Neil Wearne died suddenly on 4 June 1993. Klappentext Including European and international examples! this book aims to help you direct your decisions concerning marketing strategies towards what happens to and for the customers. It contains questions for discussion or revision and also features lists of options for application of theory. Zusammenfassung Including European and international examples, this book aims to help you direct your decisions concerning marketing strategies towards what happens to and for the customers. It contains questions for discussion or revision and also features lists of options for application of theory. Inhaltsverzeichnis The marketing function; The marketing environment; The marketing mix; Market analysis; Segmentation by purchase motivations; The customer mix; Target marketing; The product mix; The service concept; Service strategies; Marketing management; The planning discipline; The marketing audit; The marketing information system; Market and marketing research; Sustainable competitive advantage; Positioning; Local hotel strategies; Positioning strategies; Strategic solutions; Growth strategies; Pricing strategies; Promotion strategies; In-reach sales tactics; Out-reach sales tactics; Advertising strategies; Advertising: creative strategies; Advertising: media and budgets; Sales promotion, publicity strategies; Direct marketing strategies; Product development strategies; Forecasting market demand; Product strategies. ...
